New York, New York, United States
My skills sit squarely at the intersection of customers, technology, and communication — and I bring hands-on experience across all three. Most recently I built Shop Purple Umbrella from scratch — a direct-to-consumer, AI-powered e-commerce brand. That build required fluency across the full stack: Shopify, SEO, Google Analytics 4, Google Search Console, Pinterest, Meta, Canva, conversion rate optimization, brand voice development, lifecycle marketing, and a full suite of generative AI tools including Claude, ChatGPT, and custom AI workflows. I didn't hire this out. I built it. That work sits on a foundation of 16 years running the U.S. Athletic Training Center on Madison Avenue — where I managed 20 people across three departments, closed major partnership deals including a CityMD referral agreement, oversaw P&L and $1M+ in collections, and regularly served VIP clients from Broadway, Hollywood, Wall Street, and professional sports. I also led the complete digital transformation of the facility from paper to integrated technology. I'm also a published journalist. My writing has appeared in Forbes, Entrepreneur, The Street, and The Boston Globe among others. My BU journalism degree taught me that every complex idea has a simple version — and finding it is the whole job. I don't just use AI. I understand it well enough to explain it to anyone — and to use it to drive real business results for established small and mid-size businesses that need that skillset without hiring it full time. If you're looking for someone who can think strategically, execute independently, and communicate clearly — let's connect. Core expertise: ♦ AI Content Strategy ♦ Generative AI Workflows ♦ Prompt Engineering ♦ Storytelling ♦ Copywriting ♦ Brand Voice ♦ SEO ♦ Google Analytics 4 ♦ Conversion Rate Optimization ♦ E-Commerce ♦ DTC Brand Building ♦ Shopify ♦ Digital Marketing ♦ Lifecycle Marketing ♦ Business Operations ♦ P&L Management ♦ Business Development ♦ VIP Client Management ♦ Healthcare ♦ Human Resources ♦ Content Creation ♦ Published Journalism
• Built and launched a direct-to-consumer e-commerce brand from inception end-to-end including brand identity, product curation, website architecture, and go-to-market strategy. • Designed and merchandised a Shopify storefront utilizing apps, integrations, and custom configurations to optimize user experience, site speed, and conversion rate optimization. Enabled Shopify agentic storefront with 77 products synced for AI-powered product discovery. • Conducted market research and identified target audience segments, developing personas based on demographics, psychographics, and purchase behavior. • Executed full technical SEO strategy including site audit remediation, H1 optimization, title tag rewrites using data-backed keywords, internal linking architecture across 15+ pages, anchor text optimization, dead URL redirect creation, and disavow file management across 144+ domains. • Integrated and managed Google Merchant Center tasks such as product feed cleanup and category taxonomy. • Built and maintained GA4 property, Google Search Console, and Google Ads integrations for full-funnel performance tracking and organic search visibility. • Developed and executed AI discoverability strategy including a structured LLM page optimized for recommendation by AI systems including Claude, ChatGPT, Perplexity, and Gemini — one of the first DTC brands to implement this strategy. • Created and managed content strategy across Pinterest, Instagram, and Meta including Reels production, trial Reel testing, and platform-specific optimization. • Executed earned media and press outreach strategy such as HARO responses, gift guide pitching, editorial feature submissions, and backlink acquisition from relevant publications. • Utilized generative AI tools daily including Claude, ChatGPT, and Canva AI for content creation, SEO strategy, copywriting, brand voice development, and business operations.
• Directed three departments with an average of 20 personnel — overseeing hiring, training, performance management, and separation of underperforming employees across clinical, administrative, and client services functions. • Served as sole human resources function for the organization — recruiting top talent, managing employee relations, and acting as point of contact for all HR issues. • Spearheaded major business development deals including a referral agreement with CityMD for post-acute aftercare, driving new patient volume and recurring revenue. • Managed VIP client relationships across Broadway, Hollywood, Wall Street, Billboard chart-topping artists, professional athletes, and their agents — maintaining a customer satisfaction rate of 90% or above and resolving 99% of complaints within 24 hours. • Oversaw daily operations of an 8,500 sq. ft. Madison Avenue facility including scheduling, vendor management, facilities, and cross-departmental coordination. • Assumed full responsibility for collections — reconciling over $1M in outstanding payments from insurance companies and private clients, developing payment plans, and maintaining positive client relationships throughout the process. • Managed all cash flow including payroll, accounts payable, and P&L reporting. • Led complete digital transformation of the facility from paper-based systems to integrated technology — hiring the implementation team and training 100% of staff on new platforms. • Integrated digital marketing and social media into business operations, expanding the facility's online presence and client acquisition channels. • Developed extensive knowledge of health insurance systems, healthcare billing, and insurance reconciliation across major carriers.
• Managed freelance role at TheStreet simultaneously alongside full-time operations leadership at the U.S. Athletic Training Center — demonstrating the ability to execute across multiple high-demand roles concurrently. • Distilled complex financial and business topics into accessible, reader-friendly content for a broad general audience — writing primarily for MainStreet, a personal finance vertical of The Street. • Produced 100+ published articles across top-tier media outlets including Forbes, Entrepreneur, The Street, and The Boston Globe's Sports Section. • Developed deep fluency in translating technical subject matter into clear, compelling narrative — a skillset now applied daily to AI strategy, e-commerce content, and brand storytelling.